It's just a Texas thing. Other states are generally guided by the chain's current slogan, which is "Fan Food not Fast Food."
DQ website states: Each owner of our independently owned and operated establishments worldwide is committed to nothing less than the "Fan Food not Fast Food" slogan.
"That’s what I like about Texas” has been the slogan of Dairy Queen since 2003. A song jingle was created by Luminous Sound. A previous Dairy Queen ad campaign was “Texas Stop Sign.”
Texas has the most stores with more than 600 locations. If there’s a Starbucks on every corner in Portland, there’s a DQ in every incorporated town in Texas.
Dairy Queen's tagline "We Treat You Right" made its debut in 1980. In 2004, DQ shifted its marketing strategy with its “Something Different” slogan.
In 2011, the tagline "So Good It's RiDQulous" was introduced with Dairy Queen's current logo infused in the word 'ridiculous'.
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